SCTE-35
Society of Cable Telecommunications Engineers Standard 35
SCTE-35, short for Society of Cable Telecommunications Engineers Standard 35, is a protocol used in digital video broadcasting for the purpose of signaling the insertion of various types of content, most notably advertisements, into a video stream. This standard is widely used in the broadcasting industry, particularly in the United States, to manage the insertion of local, regional, or national commercials, as well as for other non-programming content like emergency alerts, network promos, or news bulletins.
The SCTE-35 standard works by inserting digital "cues" or markers into the video stream, which indicate the start and end points for potential ad breaks or other content insertions. These cues are embedded within the video stream as a part of the MPEG transport stream. They carry specific information such as the duration of the break, the type of content that can be inserted, and whether the break is optional or mandatory. These signals are then read by ad insertion equipment or software at the distribution or broadcasting end, triggering the appropriate content to be inserted at the specified times. This enables broadcasters and cable operators to dynamically replace segments of a live or pre-recorded program with different content based on geographical location, viewer demographics, or other criteria.
The use of SCTE-35 has become increasingly important with the rise of programmatic advertising and targeted advertising in the digital television domain. It allows for a seamless and automated way of managing ad placements, making it possible for broadcasters to effectively monetize their content across different platforms and audiences. Additionally, the use of SCTE-35 also ensures compliance with various regulations, such as the requirement to broadcast emergency alert messages. In summary, SCTE-35 plays a crucial role in the modern broadcasting ecosystem, enabling flexible and efficient content management and monetization strategies.
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